The Manager, Digital Conversion and Performance supports the CRUS direct-to-consumer giving strategy and manages the organization’s multi-platform acquisition and conversion marketing. The Manager, Digital Conversion and Performance is skilled in both the art and science of full-funnel digital fundraising, from thorough database management and segmentation, to best practices in email, SMS and paid media including SEM . This position reports to the Director of Digital Growth and Giving.
Work with Director of Digital Growth and Giving to develop audience acquisition and conversion plan, and refine based on testing and key learnings
Research and recommend strategies to target key audiences and implement new tactics for converting donors
Steward monthly membership program and drive approaches to improve monthly donor conversion and retention
EMAIL AND SMS 35%
End to end ownership of constituent email and SMS program
Responsible for maintaining editorial calendar, project timelines and managing internal approvals and QA processes for all outbound messages
Assist on audience segmentation strategy by leading testing and building constituent lists to improve engagement, retention and revenue results
Develop clear creative briefs based on project kick-off meeting and edit content across fundraising channels as needed
Based on learnings from implementing our email program, recommend opportunities for improvement and define provide best practices
Lead reporting and performance analysis to inform strategy and decision-making to meet program conversion/retention/growth goals. Analysis includes but is not limited to campaign results, topline content analysis, open and deliverability rates, form abandonments and unsubscribes.
Manage consistency of code across all emails, ensuring a similar look and feel for outgoing messages in line with organizational branding.
Maintain source coding, UTM tracking and URL development for performance tracking.
PAID MEDIA 15%
Work with the Digital Team to:
Develop and implement paid media and paid social campaigns to drive audience growth, engagement, donor acquisition and conversion
Manage Google Grant and SEM partner, helping to facilitate cross-channel message integration during campaign cycles, building evergreen messaging to aid in acquisition, and ensuring program objectives are being met.
Monitor and report on paid media budgets and performance to ensure all investments are meeting or exceeding industry standards for ROI
WORK WITH SOCIAL MEDIA, PRODUCT AND CREATIVE TEAMS 30%
Supervise the development of effective content and campaigns in collaboration with in-house Creative and Digital teams.
Work closely with Manager, Social Media to ensure there is messaging integration between social posting and overall digital communication priorities
Develop strategies to help drive higher social engagement from email subscribers and other donors
Work closely with Product team to optimize landing pages and check out experience, tracking and reporting
Regularly partners with CRUS Marketing - primarily Digital of Growth and Giving, Director of Digital Projects and Programs and the Social Media Manager
Frequently works with Communications, Creative and Grants Teams
On a project/program basis, collaborates with Corporate Partnerships, Talent-Entertainment and Finance
External: CRM, P2P technology platforms and vendors
EXPERIENCE AND SKILLS
Bachelor’s degree or equivalent and 3-5 years relevant experience.
Knowledge and experience in nonprofit communications, marketing and/or fundraising
Relevant experience managing an email program, expert user experience in Luminate or equivalent large-scale CRM technology
Strong project/process management skills.
Experience with fundraising and advocacy digital strategies, including strong understanding of storytelling.
Proficient in Google Tag manager and UTM tracking
Proficient in basic HTML
Comfortable working in Google Workspace, MS Office, Asana, Trello or similar systems
Highly organized with the ability to handle multiple projects and priorities while coordinating workflow in a deadline-driven and service-focused environment.
Strong interpersonal skills, including ability to maintain strong professional relationships with a range of teams, co-workers, external vendors and senior leaders in person and by writing/phone.
PERSONAL QUALITIES & ABILITIES
Passion and commitment to the mission and vision of Comic Relief US
Comfortable moving between executing big-picture strategies and detailed tactical plans
Strong written and verbal communication skills
Highly detail-oriented and organized
Able to work independently and collaboratively across teams
Analytical, curious, fast-learner
Committed to advancing equity, inclusion & antiracism in day-to-day work
Comic Relief US values diversity and is committed to the recruitment and retention of individuals of underrepresented backgrounds including race, religion, gender, and sexual orientation.